Main Concept, Campaign Concepts, Creative Direction
– Timing is golden when bonding –
Every year, thousand of students prepare and present the public university exam, UNAM, and most of them get rejected.
This a very emotional key moment for students and their parents.
We saw this moment as an opportunity to get good and reliable leads, campus visiting
and brand exposure
We started with a bonding strategy focusing in 3 main moments: When the target prepares for the exam, presents it, and get their results.
Every moment was recreated in an un-branded Youtube series, starring Jake, a typical student that wants to be accepted at the public university.
Before the exam, we created a 2 week, free academic advice program in campus for students that were preparing for the exam. 813 signed up.
The exam´s morning, we sent a “Good Luck” mail signed by the academic advice program.
When the results were published, we released a meme campaign that matched the target´s mood and encourage them to keep studying. 728 students register to UVM.
MEMES PREPA UVM